To herald the highly anticipated arrival of Lifetime in Canada, Shaw Media is enticing Canadian women to make time to sample the channel’s great dramas, hit unscripted series and compelling movies with a national, multi-platform, multi-phased marketing campaign. The new channel launches on Monday, August 27 and will be available on a three-month free preview in nearly 10 million homes across the country.

“We are thrilled to bring this legendary channel and its wide range of women’s programming to Canada and want to ensure that everyone knows about it,” said Jamie Schouela, VP of Marketing, Shaw Media. “Lifetime has been a staple in U.S. homes for nearly three decades and we are proud to be the first market to introduce the brand internationally. We have a proven track record for building and growing brands and we intend to make Lifetime a success in Canada.”

Targeting women 25-54, the extensive campaign that begins rolling out off-air this week is anchored by the promotion of two marquee series, Dance Moms and The Client List, and layers in a third image piece featuring A-list talent including Jennifer Love Hewitt, Queen Latifah, Lindsay Lohan and Heidi Klum. Together, the campaign reflects the brand’s breadth of programming including scripted drama, unscripted series and movies while at the same time reinforcing its claim as women’s soon-to-be favourite new channel.